Since February 2012, the Hong Kong Observatory had been reaching out to the citizens via Twitter and Weibo. Microblogging, coupled with a mobile application and a YouTube account, helps them to keep the public updated on weather forecast and warnings, and promotes activities of the Observatory.

‘With only 140 characters, Twitter is a very efficient communication tool. In case of any major change in weather condition, or when we have something interesting to share with the public, it is most appropriate to utilize these social media channels’, explains Dr Cho-ming Cheng, Assistant Director, Forecasting and Warning Services Branch.

‘There is a growing trend to use this kind of media, especially among the younger generation. We want to connect with the public and help them gain a better understanding of the weather and our services”, he adds.

The Observatory is also using YouTube and Tudou channels, as well as a mobile application to connect with the public.

‘We upload a new short video every Friday. It reviews the weather in the past week and gives a forecast for the weekend. It is also a good channel for us to introduce the new services that we are launching.”

The Observatory has over 37k followers on Twitter and Weibo althogether, and a couple of thousands subscribers on YouTube. Their mobile site and application scored 1.9 billion views in 2011.

Established nearly 130 years ago, the Hong Kong Observatory is responsible for forecasting weather and issuing warnings on weather-related hazards. The Observatory also monitors and assesses radiation levels in Hong Kong, and provides other meteorological and geophysical services to meet the needs of the public and the shipping, aviation, industrial and engineering sectors.